Page 34 - How Top Merchants Create the Best Customer Experience
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34 HOW RETAILERS CONTINUE TO PERSONALIZE
HOW TOP MERCHANTS CREATE THE BEST CUSTOMER EXPERIENCE
“On the flipside, if we see a landing page is converting well —
either the user is clicking through to another page or adding a
product to cart — we know that content and call-to-action is
working well and we’ll try to extrapolate that template to other
campaigns,” Miller says.
The good news is that this on-site tracking is outside the scope of
third-party cookie tracking, Miller says. Goodlife, like a number of
retailers, has made adjustments to its digital marketing initiatives
to lessen its reliance on third-party tracking cookies after Apple
Inc. and Google Inc. announced plans to eliminate support for
third-party cookies in their web browsers and apps.
When it comes to cookie-tracking data, only 24% of online shoppers
say they always accept cookie tracking, according to a May 2022
Digital Commerce 360 and Bizrate Insights survey of 1,015 online
shoppers. 42% of shoppers said whether they accept or decline
cookies depends on the retailer. Meanwhile, 16% sometimes
manage their cookies, 10% always customize or manage what the
retailer can track and 8% said they always decline.
At the same time, retailers are still assessing how to best execute
their marketing strategies to comply with policies that eliminate
third-party data collection, according to a Digital Commerce 25%
360 survey of 73 retailers in May 2022. About a third were still
assessing the best way to address these issues (32%), and a
quarter have made first-party data collection a higher priority The increase in
(25%). First-party data is information a company collects directly Goodlife.com’s mobile
from its customers and owns. average order value for
a shopper who sees
Online retailers need to strategically invest in technology that personalized content
will gather and help analyze the data consumers provide. This compared with a
includes determining how shoppers arrive to their site, their shopper who doesn’t.
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